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some communities on YouTube have words or jokes that are only understood by community members. At times, it was difficult to understand how to interpret a comment if it included community vernacular that I was unfamiliar with. While these challenges are difficult to overcome, having a panel of researchers interpret challenging comments would likely allow for a better understanding of how the user intended the comment to be read. Additionally, while this study deliberately limited the sample to one video per creator in an attempt to gain an understanding of programming across YouTube, it would be worthwhile for researchers to select a limited number of channels and analyze many videos. That might provide a better perspective for how communities grow over time on YouTube and the specific tactics that individuals creators took to develop their channel and grow an audience. Another potential area of research could be to do a semantic analysis of YouTube comments. While the semantic analysis field is currently developing, it could be an interesting way of exploring YouTube comments in a more systematic fashion. Overall, this study demonstrates the significance of relationship building in YouTube original programming. A key hallmark of YouTube programming is its interactive nature. As such, although a significant amount of research has been completed on YouTube content, little of this research has included study of the commenting system that is foundational to YouTube’s interactivity. This research attempts to bridge this gap by contributing an understanding of the importance of viewer feedback and community on the YouTube ecosystem. Moving forward, it is clear that research should not focus 47PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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